Demand-side platforms (DSPs) are putting pressure on supply-side platforms (SSPs) to improve inventory quality and cut out the games that pad the second-price auction.

Ad tech insiders have told AdExchanger DSPs are being more aggressive in blocking supply sources until they clean up.

The pressure could force the ecosystem to grow up. While DSPs aren’t coordinating their actions, exchanges cut off from multiple buyers will suffer. Players with bad inventory and high fees will see buyer demand evaporate, creating a cleaner, more transparent marketplace.